TopWine China 2013 Newsletter
Issue: 202 / 2013
Dear peter,

Hi everyone! How are you doing today?
Winemaking is equally a science and an art. Wine drinking results in inspired thinking. Although wine is not a traditional beverage, China's consumers are increasingly open to new tastes and experiences from the Old World and New World wineries.

This newsletter is designed to keep both, winemakers from all over the world and wine consumers from China and the Asia Pacific, up to date with the latest developments and provide you with useful information about the TopWine China Exhibition and Conference.

The Industry's Top Experts Are Present at TopWine China


Join highly rated producers from Argentina, Australia, Chile, the Chinese mainland, France, Germany, Greece, Hong Kong, Italy, New Zealand, Portugal, South Africa, Spain, Switzerland, and the United States. They are all using the event to benchmark their wines against the rest of the world.



The list of confirmed exhibitors at TopWine China 2013 is steadily growing. If you are interested in participating as well, fill in the  online application form.

France Still On Top

Imported wine per country in 2012 (except December).

Click image to enlarge.

(source: Chinese Customs)

Challenging Wine Future in China




The future of the Chinese market is a challenging one, especially for leading export countries in wine such as France. Compared to other markets, the increase of the consumption speed in China is incredible with the country's population of 1.3 billion. Yet, the average wine consumption in China is just 1.6 litres per person. It's predicted that, by 2016, the wine consumption in China will reach to 250 million cases. In terms of value sales, China will be overtaking both France and the UK to stand behind the USA, with sales of 16.7 billion US$.

From 2007 to 2011 China has shown a pretty good speed of growth of wine sales: 144%, far more higher than experts estimate for the coming four years. China is also increasing the number of wine fields substantially. Since 2007, China has jumped from the 10th to the 8th place and it is estimated that, by 2016, China will replace Australia and Chile becoming the sixth largest wine producing country.


However, to balance out the increase in domestic production, wine imports into China are set to slow in the next five years. While wine volume sales in China grew by 194.5% from 2007-2011, the forecast growth from 2012-2016 stands at a more modest 47%.

Chinese Connoisseurs  

Buy Up Bordeaux's Wines




Although bustling Beijing and Bordeaux may seem worlds apart, the two cities are becoming increasingly intertwined. Sales of Bordeaux, which includes some of the most famous red wines in France, increased again during 2012, but rather than French wine-lovers, it is Chinese consumers who are behind this growth. Indeed, China has recently become Bordeaux's largest export destination. This transformation is particularly remarkable given China's short history of mass wine consumption.

Over the past four years, some 30 French chateaux have been bought by Chinese investors, and around another 20 deals are currently in the pipeline. This passion for French wine is part of a wave of Chinese interest across Europe, seeking to satisfy domestic demand for what many Chinese consumers see as the finer things in life, such as French wines, luxury travel, foreign cars and fashionable clothes.

When it comes to wine sales, Bordeaux saw total revenues of 4.3bn euros in 2012, up 2% in volume and 10% in value on the year before, says the CIVB, the Bordeaux Wines Bureau, the trade body which represents Bordeaux's wineries.


Georges Haushalter, the CIVB's president, says there was a great deal of preparation to make sure Bordeaux was ready for the developing market. "We've been working the Chinese market collectively in Bordeaux and frankly speaking we did not see much over the first few years. Only recently during the last five years have we seen a huge and very fast development of the Chinese consumers' interest for Bordeaux wines. I think the reason why we have been successful is because we had done all of the preliminary work of putting together the networks, we had a distribution system in place. China, together with Hong Kong, now accounts for some 71 million bottles of Bordeaux a year."


During TopWine China 2013 there will be an informative workshop and an exclusive tasting session with wines from the Bordeaux Region every day.

Key Factor of Success
in China is the Brand


Everybody knows that the wine market in China is very dynamic with a 25% annual growth. French wine enjoys a good reputation, compared with wines from different parts of the world and with prices generally much more affordable.


The market was previously price oriented, the more expansive the wine is, the better quality it has. But nowadays the Chinese are staring to drink more and more cheaper wines as well.

White and red wine are slowly getting into the Chinese market but the consumption is still dominated by red wine. The wine market in China is expected to increase by 53% between 2012 and 2015 for red wines and 69% for whites. But every brand needs marketing to make his products recognized by distributors and consumers.   



Below we give you 12 tips
to develop a wine brand in the Chinese market:



1 Awareness and Education


Organise wine tastings or participate at professional wine exhibitions.




2 Experts


To gain credibility, wine experts are needed to reassure consumers.



3 Internet


Main source of information for Chinese people. Pay attention to your e-reputation. Chinese are more open to digital media than us.



4 Story Telling


Chinese are often interested in the history of wine. A castle with history is a good point to convince the consumer.





5 Multimedia


A powerful tool for branding in China. Nice videos, beautiful photos and superb posters are always useful for a showcase.



6 QR Codes


It remains a marginal process, but QR codes is a fashion in China.



7 Wine branding


It is important for a brand to understand that if it really wants to enter the Chinese market, it has to invest first in marketing. It was possible a few years ago to find a distributor or importer who would have distributed and promoted your wine. But the market is becoming very competitive and as margins will gradually decrease, Chinese before investing in a domain will ensure secure supplies and gets information about your castle.



8 Communication for wine in China  

Communication can be through PR activities; mostly aimed at web magazines and newspapers helps to build the brand image among the general public.



9 Positioning your wine


It is important to know the different levels of wine consumers in China, and then make a relevant positioning based on your target.


Many websites and radio stations provide the message that a glass of wine per day is good for your health as recognized by many scientific studies.





10 Wine and e-commerce


E-commerce is booming in China. Tmall (B to C platforms of online sales) is the giant in this field and attracts millions of users.


Some major wine sites in China are:



11 Wine and social network services  

Many wine brand decided to open a Weibo account but have not always been able to communicate skillfully with the public of a brand.



12 Product Placement


Embedded marketing is a form of advertising where branded goods or services are placed in context usually devoid of ads such as movies, music videos, video games or TV shows. It is a good way to targeting on specific groups and to use implicit memory of potential consumers to build a brand consciousness.

Excited to see you at TopWine China 2013 

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